Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.
Issue link: http://read.dmtmag.com/i/383488
www.cheersonline.com 41 Cheers September 2014 • wait list from wherever they are via the app, so they don't have to wait for their table in the front of the restaurant. What's more, the BJ's app gives customers the option of mobile ordering for dine-in or carry out, and it uses a mobile pay option. Customers can also use the app to check out new and featured items, find a BJ's location, and view their loyalty club reward points. "We put the technology into the hands of our customers, on their devices, so they continue to engage more and more with our brand," Hackbardt says. "An app is easy to update whenever we add new features, and we haven't invested in expensive hardware that uses a technology that could become outdated at any time." Hackbardt says that customer feedback on the app has so far been positive. "We realize that not all of our guests are looking to speed up their dining experience, but those who are really love these new features—the business associates who only have half an hour for a quick lunch meeting, or the busy mom who needs to pick up carry- out for her family on the way home from soccer practice," he says. IMPROVING THE CUSTOMER INTERACTION Another feature of many digital menus is a customer prompt offering suggested tip amounts when people go to process their payments, which may translate to higher tips for servers. Digital menus can also invite customers to easily sign up for an e-mail distribution list or complete a guest survey. Some operators may be concerned about how more mature customers will handle such technology as tablet menus. But Bergelt says that most of Charbar's customers, many of whom are over age 50, have adapted easily to the tablets. Carmel Cafe & Wine Bar, which has eight locations in Florida and Pennsylvania, uses the MenuPad, an iPad-based digital menu application. And the majority of customers have embraced the digital technology, says Carmel Café president Terry Ryan. "Most guests like the visual cues. Each dish is pictured on the menu, along with the recommended wine pairings for each dish," Ryan says. "They also like the ease of paying their bill right at the table and not having to wait for a server to deliver the check." MenuPad is a free app available for download in iTunes, but the premium version (which includes payment processing and POS integration) must be purchased directly from the company; pricing was not available. Will digital menu technology reduce or even eliminate the need for waitstaff? Not likely—in fact, some believe it will enhance the server/customer interaction. "On busy nights, our servers will have better interactions with tables, translating to higher tips for them and also more of them, since they'll be able to handle more tables," Hackbardt says. "Also, our restaurant volume will go up because we'll be able to service more guests." The average BJ's location grosses $5.7 million annually. Huether, for one, stresses that servers are still a key part of the Arooga's experience. "We don't want to eliminate servers," he says. "We're in the hospitality industry, and service is a huge part of that. We just want to enhance the overall experience for our customers." Melissa Niksic is a freelance writer based in Chicago. LET US ENTERTAIN YOU Certain digital menus, like Buzztime's, offer additional components designed to keep customers engaged. The company uses its gaming and entertainment platforms to bring more fun into the restaurant and bar scene. Through the use of its own tablets, Buzztime incorporates music, games, and live entertainment into the overall dining experience. Customers can access free content and are able to purchase premium entertainment from the tablets at their tables (premium entertainment pricing varies by location). E la Carte's Presto tablets also offer entertainment options, such as couple's trivia and games designed for kids. Like Buzztime, E la Carte allows operators to customize their entertainment package, making it free for guests or offering premium entertainment at an additional cost. At Arooga's Grille House and Sports Bar, president/ cofounder Gary Huether, Jr. says that some customers seek out the restaurant because they enjoy Buzztime's tablet-based interactive aspect. The customers become more engaged in their visit as a result, and are more likely to stay put, ordering more food and drink as they enjoy playing trivia games. Other entertainment features are designed specifically to appeal to children, making the tablets a big hit with parents: Mom and Dad can enjoy a meal while the games keep their kids quiet and occupied. —MN DIGITAL MENU VENDORS Aptito: http://aptito.com/ Buzztime: www.buzztime.com DaChef: http://www.dashef.com/ E la Carte: http://elacarte.com/ Gritsa Technologies: http://www.gritsa.com/ Menuvative: https://www.menuvative.com/ MenuPad: http://www.menupad.com/ Media 2000 Systems: http://www.m2ksys.com/ Visual Graphic Systems, Inc.: http://www.vgsonline.com/ Ziosk: http://www.ziosk.com/